Evolving Partnership Strategies: From Reselling to Revenue Generation

In an era where go-to-market strategies are evolving rapidly, Asher Mathew—a veteran in partnerships, ecosystems, and business transformation—makes a case for the strategic role of partnerships in modern business.

Asher unpacks how partnerships extend beyond traditional sales and marketing, influencing product development, customer acquisition, and even service delivery. Sharing how “intentionality in design” is at the core of partnership strategy, he explains how organisations can align themselves with customer needs.

So, whether you’re a startup or an enterprise, this episode will serve as a perfect playbook for leveraging partnership as a key growth multiplier rather than just another channel.

Asher, co-founder of Partnership Leaders, has long-standing experience in how modern organizations design partner strategies to enhance product adoption, customer reach, and business scalability.He highlights the importance of identifying core business strengths to determine which capabilities to build, buy, or partner for; and how to balance both horizontal and vertical partnerships.

He takes us through different models that serve different objectives, and indicates why it’s important for companies of all sizes to develop structured partner programs for scalability.

If you’re keen on learning how companies could use partnership strategies to function at scale, tune in, as Asher shares everything there is to know.

Key Highlights
👉 Partnerships are a strategic growth lever, not just a sales channel, and modern businesses must integrate them across product development, marketing, sales, and customer success
👉 Successful partnerships require intentional design, as organizations must decide what to build, buy, or partner for, ensuring alignment with their core strengths and market positioning.
👉 Customer-driven partnerships create the most impact because instead of targeting potential partners first, companies should engage customers to understand which collaborations will bring real value.
👉 Different partnership models serve different objectives, and businesses can leverage referrals, reselling, co-selling, or OEM agreements based on their goals and market dynamics.
👉 Balancing horizontal and vertical partnerships is key, as hyperscalers like AWS and Google Cloud offer broad reach while niche vertical partnerships provide deep industry access and differentiation.
👉 Organizational structures must evolve to support partnerships, and as businesses scale, a dedicated partnership function helps prioritize, manage, and grow strategic relationships.
👉 AI and platform ecosystems are reshaping partnerships, as companies transition from traditional partner tiers to dynamic, data-driven collaborations that enhance efficiency and growth.

Topics /chapters
(00:00) How to Structure your Partnership Strategy - intro
(00:25) Asher Matthew Introduction
(02:24) Are Partnerships for all Businesses?
(05:31) Gaps to be addressed in Organizations
(11:49) Partnerships Function in Organizations
(13:44) Implications of Partnerships on Organizational Structure
(18:52) Balancing Hyperscalers and Vertical Partnerships
(29:41) Business Models of Partnerships
(31:35) The Mental Model for Selecting Partners
(33:31) Risks in Partnership Strategies
(35:44) Partnering vs. Purchasing your customers
(37:58) What’s New in Partnerships?
(41:57) Breadcrumbs and Suggestions

Remember that you can always find transcripts and key highlights of the episode on our website: https://www.boundaryless.io/podcast/mathew-asher

Episode recorded on Jan 24, 2025

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Music

Music from Liosound / Walter Mobilio. Find his portfolio here: https://blss.io/Podcast-Music